
by Ry Beville
In the previous issue, we featured Mooneyes Area 1, promising to tell you more about owner Suganuma Shige. But first, a little more about Dean Moon (1927-87), who founded MOON Speed Equipment in 1950.
Moon was a godfather of the hotrod industry, though his influence extends beyond racing. An innovator of speed parts and flashy presentation, he inspired the sports car industry as a whole and contributed immensely to so-called “Kustom Kulture.” At its heart, the movement is about taking mass-produced machines and turning them into individual works of art through customization. It is a hobby for many, a way of life for some.
Cars have long been a core part of American cultural and industrial history and Shige is an unexpected part of that history. He met Dean Moon in 1983, when he visited the store in California to buy some Moon discs (shiny hubcaps). Shige knew the logo as a kid, as Moon was already famous in Japan in the 1960s. After Shige’s visit, the two exchanged letters for years. Shige recalls, “During my trips to the US, he was like a father to me.” Through Dean’s blessing, Shige opened Moon of Japan.
In 1987, Shige organized the Tokyo Street Car Nationals, the first event for customized American cars in Japan. The year was also a turning point because Dean Moon passed away. Moon’s wife took over but then passed away in 1990. Moon Speed Equipment faced uncertainty. Large corporations only wanted to buy the logos to exploit them for profit, but not the business itself. Since Shige had been running his store in Japan for several years, he decided to step in and save it. “I loved the tradition,” he says, “loved being a part of it.” He purchased the rights, kept the old buildings and called back the original employees.
Some people questioned why the quintessentially American business was passed to a Japanese man. And one industry insider’s account relates that Shige himself expressed concern over lingering anti-Japanese sentiment. Many others, however, have written that they were happy to work with Shige. He did, after all, commit his life to the business. When asked why, he says, “It’s very difficult to explain. I love hot rods—that’s it.” Today, Shige is widely recognized in the US for his role, and the annual Yokohama Hot Rod Custom Show (on December 6th) he organizes draws thousands of people from around the world.


























